Integration first? Maybe -- but is your homework done?
Recently I found myself wondering about a comment from Sean discussing the
order in which an organization should implement web 2.0
features.
Sean's answer was this:
"So, what’s the answer? Simple (simple to say, not do). The answer
is none of the above. The most important feature to
implement in your web 2.0 strategy is integration with
existing systems and processes."
Sean is likely assuming you've done your homework. What I mean is that the
what feature question is not the first one to ask.
Unless we're only discussing technical architecture, not user experience, the
first thing you have to know is the readiness of your audience. The new "social"
requires new behaviors. New behaviors are very costly to introduce. Has your
audience already developed these habits of thought and action in any area
directly related or not? Can you springboard from that? If not, do you
understand what relative advantage participation provides and what personal cost
your users will incur obtaining it? If the cost justifies the personal
investment, it's time to demonstrate and educate.
If it's not entirely clear what features you should do first -- and the
competitive situation could easily dictate a starting set of tactics -- I say
think big, but start small. Experiment. If your customers must learn new
behaviors, consider embedding the new into the old such that the old still
works, but the new is clearly visible. Adding tags to existing support
forums might be one example -- though not the least expensive.
If you can go where the audience already is, and you can do it credibly, that
could be best. Experimenting with someone else's infrastructure has its good
points. (As an aside, I believe there are ways of using existing third party
investments without "going there" yourself, but that's beyond the scope of this
post.)
In any event, wrap a simple program around the technology: incent the
behavior; make the results observable; reward the participation; and, watch
(measure) and learn.
Significant infrastructure investments are risky and therefore,
appropriately, require evidence. Proof through analogy only goes so far. First
hand experience with your customers is the best evidence.